Pret A Manger cuts a slice of the action (hktdc.com)


	Winne Lau outside one of Pret A Manger's thriving outlets in Hong Kong

UK-based sandwich chain Pret A Manger has carved out a name for itself in Hong Kong. Set up in 2002, the city was Pret's preferred location, and the first outside Europe and America.

When the first outlet opened in the financial district of Central, Founder of Pret A Manger Julian Metcalfe said Hong Kong was chosen "not only because it is Asia's leading city and financial centre, but because it embodies what Pret A Manger is all about."

"This city embraces the same ideals such as passion for food, good customer service, quality and speed that our success cities - London and New York - embrace," added Mr Metcalfe.

Five years later, Pret has 11 outlets in Hong Kong, employs more than 150 people and sells over 40,000 sandwiches a week. In a city where rice lunch boxes are the norm, this is no mean feat. Plus, a Pret outlet has recently opened in Singapore, a development coordinated from the regional office in Hong Kong. Financial targets have exceeded expectations, so what is the secret of Pret's success?

Passionate approach

Winne Lau, Managing Director of Pret A Manger Hong Kong who used to be a chef in a five star hotel before she threw off her toque to make Pret's all natural and preservative-free sandwiches, explains. "Passion plays a big part in running a business – passion for food, service and people. Plus you must have the right people because without the right staff you can't sell.

"The staff is happy and for me, happiness is the most important thing. We were voted one of the top employers in Hong Kong and UK as well," she added. Pret also employs a "mystery shopper" who goes to all the outlets to sample sandwiches and comment on customer service.

"There is also a "Buddy Day" where staff take turns to work in the kitchen, the till, making sandwiches or coffee. This system works very well as we get to know the problems in each section." Every three months, there is a staff party and all outlets close at 4pm - something which is unthinkable in Hong Kong as one has to keep an eye on the bottom line.

Ms Lau finds that her culinary skill is an added bonus. "Every week I work on new recipes in the kitchen and get comments. Right now, I am working on a new hot wrap with meatballs."

Pret Hong Kong has localised many of the sandwich fillings. "Hot wraps originated in Hong Kong. We put rice and Peking duck as filling. There is also one with mushroom and cheese, something which my UK boss was not too keen on but I am selling 5,000 hot wraps per week." There is also the brioche sandwich – sweet buns which most Hong Kong people grew up with. "These are extremely popular with the crowd at outlets in both the Central and Admiralty MTR subway stations. I can't fill the shelves fast enough," Ms Lau said.

Home-grown success

Even more popular are the petit or half sized sandwiches selling at half the usual price. "There is a sharing culture in Hong Kong and people like to have a soup, dessert and a sandwich so having a smaller size sandwich makes sense." It is such a successful product line that they have been rolled out elsewhere around the world.

Ms Lau says Hong Kong's efficient supply chain has helped tremendously in the brand's success, too. Everything is sourced within the city. "When I wanted smaller mayonnaise jars, my supplier immediately packed smaller sized jars. Everything moves fast and efficiently." And that is the real secret as Pret prides itself on the freshness of its ingredients - every sandwich has a shelf life of about four hours as they are made throughout the day and at the end of each day, sandwiches are donated to charity.

"I think Hong Kong people are proud to be carrying a Pret sandwich bag because we offer excellent products," said Ms Lau. "We are the top brand of sandwiches in Hong Kong."